Branding in 2024

Branding is one of those things that feels like you can either overthink it or not think about it enough. Although I’m a deep conservative on practical branding, in 2024 it’s really getting wild with some unique businesses. Trends are shifting, tools are getting smarter, and consumers are more aware than ever. This insights blog is as much for me as it is for you. Think of it as a branding brainstorm—where I’m learning, you’re learning, and maybe by the end, we’re both walking away with something.

The Trend:
‍Personalisation has evolved from a buzzword to a fundamental expectation. Brands are leveraging AI and data analytics to create experiences that feel uniquely tailored. Consider Spotify Wrapped or Netflix's mood-specific suggestions—these are prime examples of personalisation in action.

Why It Matters:
‍Consumers desire to feel seen, understood, and valued. A personalised experience not only captures attention but also fosters loyalty. According to PwC, 45% of consumers are likely to switch brands if a company doesn't offer a personalised experience.

PwC

My Take:
‍I have a love-hate relationship with personalisation. On one hand, I appreciate businesses tailoring their services to my needs. On the other, hyper-targeted ads that seem to read my mind can feel unsettling. The key is balance. Personalisation should enhance the customer experience without feeling invasive.

The Trend:
In 2024, sustainability isn’t just an optional nice-to-have—it’s a customer expectation. From sourcing eco-friendly materials to ensuring ethical practices across the supply chain, businesses are aligning their operations with Environmental, Social, and Governance (ESG) principles. Brands like Patagonia and Allbirds aren’t just selling products; they’re building movements.

Why It Matters:
Consumers are more informed and cautious about the brands they support. According to a study by Nielsen, 73% of global consumers say they’re willing to pay more for products and services from companies committed to sustainability. (Source)

My Take:
I think the most important thing about sustainability is transparency. Let’s face it—greenwashing is everywhere. People can spot it a mile away. If your business isn’t fully sustainable yet, that’s fine; just don’t pretend it is. Be upfront about your efforts, whether that’s donating to eco-causes, reducing waste, or even sourcing responsibly where possible. Customers respect honesty, and small steps are better than no steps.

The Trend:
In today’s world, if your brand isn’t visible online, does it even exist? Digital-first branding has become the standard, with businesses prioritising their online presence across websites, social media, and digital marketplaces. From user-friendly websites to immersive online experiences, a strong digital footprint is critical to staying relevant. Think of brands like Warby Parker or Gymshark—built online first, now thriving globally.

Why It Matters:
Consumers expect seamless, engaging experiences when interacting with brands online. According to a report from Deloitte, 63% of consumers prefer to shop from brands with a robust digital presence, and 80% say a poor online experience makes them less likely to trust a brand. (Source)

My Take:
I’m a digital advocate, but even I find myself overwhelmed by how fast platforms evolve. Your online presence is like your virtual storefront—it needs to be clean, engaging, and on-brand. But here’s the catch: consistency is everything. A glitchy website or mismatched social posts can lose a customer faster than you think. Your digital-first strategy isn’t just about having an Instagram account; it’s about making every online touchpoint feel cohesive and intentional.

The Trend:
Consumers don’t just buy products or services anymore—they buy experiences. Experiential branding focuses on creating meaningful, share-worthy interactions that leave a lasting impression. From pop-up shops to immersive virtual reality (VR) campaigns, brands like Red Bull and Nike are setting the standard for engaging customers beyond the transactional.

Why It Matters:
Experiences evoke emotions, and emotions drive loyalty. According to EventTrack, 91% of consumers say they have more positive feelings about a brand after participating in an event or experience, and 85% are likely to purchase after. (Source)

My Take:
Experiential branding is where creativity really shines. I’ve seen brands do some wild things—like Taco Bell hosting weddings in their Las Vegas chapel (yes, that’s a thing). But here’s the kicker: it doesn’t need to be outrageous. Even small businesses can create experiences that resonate, whether it’s a DIY workshop, an interactive website feature, or even a well-designed loyalty programme. The goal is to make customers feel like they’re part of something special.

Authenticity isn’t optional—it’s essential. Brands are moving beyond polished marketing jargon to craft genuine, relatable narratives. Whether it’s Patagonia sharing its commitment to the environment or Airbnb spotlighting real stories from its hosts, storytelling has become a powerful tool for connecting with audiences on an emotional level.

Why It Matters:
Stories create connections. A good story can make a brand memorable and build trust. Research by Headstream found that 55% of people are more likely to buy from a brand whose story they love, and 44% would share that story with others. (Source)

My Take:
I’ve always believed that your brand’s story is what sets you apart. But here’s the thing—your story doesn’t have to be groundbreaking or dramatic. It just needs to be real. Whether it’s the “why” behind your business, a challenge you’ve overcome, or a customer’s success story, people resonate with honesty. Remember, customers aren’t just buying your product—they’re buying into your journey.

The Trend:
Artificial Intelligence (AI) is revolutionising the design landscape, making creativity more accessible and efficient. From generating concepts to refining details, AI tools like DALL-E and Canva’s Magic Design are becoming indispensable for designers and businesses alike. AI isn’t replacing designers—it’s empowering them to do more, faster.

Why It Matters:
AI accelerates workflows, reduces costs, and opens doors to innovative possibilities. According to Adobe, 62% of creatives believe AI tools help them save time, allowing them to focus on more strategic aspects of their work. (Source)

My Take:
As someone who thrives on design efficiency, I think AI is a game-changer—but only if you know how to use it. AI can streamline repetitive tasks, like resizing images or generating variations of a design, but it’s not a substitute for human intuition or creativity. Your brand’s unique voice and perspective still need to come from you (or your team). AI is the tool, not the storyteller.

Ever hummed the Netflix “ta-dum” or the Intel chime? That’s sonic branding in action. In 2024, brands are leaning into audio as a powerful way to connect emotionally and make their mark. With the rise of podcasts, voice assistants, and even TikTok trends, sound is becoming an essential branding element.

Why It Matters:
Audio triggers recognition and emotion faster than visuals alone. Research by PHMG found that 60% of consumers feel more connected to brands with distinct audio identities, and 43% are more likely to recall a brand if it’s associated with a memorable sound. (Source)

My Take:
Sonic branding fascinates me. It’s like giving your brand a voice that resonates even when your visuals aren’t present. Whether it’s a subtle jingle, a podcast intro, or a unique hold tone for your customer service line, sound has the power to stick in people’s minds. Plus, it’s an area where even SMEs can shine—simple doesn’t mean less impactful.

Its easy to get lost in the trends and forget the fundamentals. At its core, your brand is a reflection of your values, your story, and the experience you promise to your customers. Trends will evolve, but authenticity and clarity will always be timeless.

So, as I’ve learned while writing this, focus on what feels true to your business. Experiment with the tools and trends that excite you but stay grounded in your brand’s identity. Remember, branding is both an art and a science—and the balance between the two is where the magic happens.